As an online service, HelloFresh's boxes present the first physical contact that customers have with the brand. Making robust, attractive and protective packaging that keeps HelloFresh products fresh, without the need for excessive material, is therefore fundamental to its business model. This is where Smurfit Kappa came in and used its innovative eSmart service to cook up a recipe for ecommerce success.
Backed by a proven model, eSmart highlights 12 areas where packaging can positively affect ecommerce businesses in the areas of process, logistics and customer experience. With eSmart, businesses can make informed packaging decisions, uncovering practical ways to deliver tangible and measurable improvements. By using this approach, Smurfit Kappa immersed itself in the HelloFresh consumer experience, putting itself in the shoes of the customer.
This process generated key consumer insights that were used to restyle the HelloFresh boxes. With an integrated, internal board, Smurfit Kappa divided the case's internal space into compartments, separating the ingredients and improving the overall consumer experience.
The improvements did not just make the delivery experience better for HelloFresh customers - they had tangible business benefits too. The rebranded boxes increased packing space by 17% and the pallet fill was increased by 13%. The number of pallets shipped annually was reduced by more than 3,500, saving HelloFresh £50,000 a year. As an added bonus, the new packaging is also 100% recyclable.